If I may be so humble to speak for those those of us who specialize in branding, a brand could replace the word “reputation.” How a customer perceives you, your town, your product, experience, or organization, etc., is your brand.
The more branding debt accrued, the bigger the challenge to come out from under its weight and move your brand forward. The more branding debt you own the harder it is to differentiate yourself and grow your marketshare.
There’s one strategy that will absolutely change the game once again for your brand and that is positioning your brand. I would hazard to guess that well over 90% of companies have never effectively positioned their brands or even considered it.
Brand messages. They’re an important part of branding your company. They could be messages to speak to all your stakeholders or to just one of them. Brand messages can speak directly to your customers.
I’ve just completed a workshop teaching branding to graphic design firms from Canada and the United States. As part of that training, confidence in selling is a crucial element in delivering branding to their customers.
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